Embed Size (px)
Citation preview
TheFosterCaregiverMarketingGuide:GettingPetsAdoptedDirectlyfromFosterHomes
2
TableofContents
MarketingYourFosterPet.............................................................................................................................4
LifesavingMarketing.....................................................................................................................................4YourTasks....................................................................................................................................................................................................................5HowitWorks...............................................................................................................................................................................................................6
4Guidelines..................................................................................................................................................7
TheBuildingBlocks........................................................................................................................................8YourFosterEmailAccount....................................................................................................................................................................................8AGrippingFirstSentence......................................................................................................................................................................................8AGreatTitle.................................................................................................................................................................................................................8AGoodBiography......................................................................................................................................................................................................9BioExample:PaintingaPicture.......................................................................................................................................................................10BioExample:TellingaStory..............................................................................................................................................................................10BioExample:TheGut-Puncher.........................................................................................................................................................................11Stories..........................................................................................................................................................................................................................12Photographs..............................................................................................................................................................................................................13AlwaysHaveYourCameraHandy....................................................................................................................................................................13TakeMultiplePhotos..............................................................................................................................................................................................13TakePhotosWithPeopleand/orOtherAnimals.......................................................................................................................................14TakePhotosofDogsOutdoors............................................................................................................................................................................14MakeSurethePetIsLookingIntotheCamera...........................................................................................................................................15UsePhotostoShowcasePersonality................................................................................................................................................................15
Videos..........................................................................................................................................................................................................................16MakeYourVideo60SecondsorLess...............................................................................................................................................................16
CreateaFlyer............................................................................................................................................................................................................16Memes..........................................................................................................................................................................................................................16TheAnimal’sAppearance.....................................................................................................................................................................................17TheAnimal’sPersonality......................................................................................................................................................................................18MemePhotographs..................................................................................................................................................................................................18
OtherTypesofGraphics......................................................................................................................................................................................19Volunteer-andFoster-CreatedSocialMediaPages.................................................................................................................................20
StepstoMarketingYourFosterPet.............................................................................................................21Step1:GatherYourTeam...................................................................................................................................................................................21Step2:Market,Market,Market!.......................................................................................................................................................................21Step3:DiversifyYourPlatforms......................................................................................................................................................................21SocialMediaSitestoTry:......................................................................................................................................................................................22
Step4:ConnectWiththeCommunity............................................................................................................................................................25FieldTrips....................................................................................................................................................................................................................25AttendAdoptionEvents.........................................................................................................................................................................................26WordofMouth..........................................................................................................................................................................................................26
Step5:TryALLthethings!.................................................................................................................................................................................26Marketingvs.AdoptionCounseling.............................................................................................................28MarketingisNotAdoptionCounseling:Keep‘emSeparate,SaveMoreLives.............................................................................28RemovingStopSigns:Fine-TuningYourMarketing...............................................................................................................................34RemovingStopSigns:AdoptionCounseling...............................................................................................................................................35TeamworkfortheWin!...............................................................................................................................37
AppendixA:Resources................................................................................................................................42
3
MarketingShelterPets.........................................................................................................................................................................................42Photography,VideographyandWriting.......................................................................................................................................................42Volunteer-DrivenMarketing..............................................................................................................................................................................43BoostingYourMarketingEfforts.....................................................................................................................................................................43
AppendixB:ShelterPetMarketingChecklist...............................................................................................44
4
MarketingYourFosterPetSheltershavetraditionallylookedatpetsresidinginfosterhomesdifferentlythanthoseinsidetheirkennels.Becausepetsinfostercareareusuallynotatriskofeuthanasiaforspace,timeorbehaviorsrelatedtokennelstress,onceashelterpetisplacedintofostercare,they’regenerallyconsidered“safe."Inthepast,sheltershavereservedtheirheavyadoptionmarketingforthepetsintheirkennels,whilethepetsinfostercarewereplacedonthebackburnerornotmarketedatall.Asaresult,fosterpetssometimeslivedinhomesformonthsorevenyears,withnorealplanfortheiradoption.Forfostercaregivers,thiscouldbefrustratinganddifficult.Forshelters,thismeanttheirfostercapacitywasusedupbytheselong-staypets,leavingnowheretoplacenewpetsinneedoffostercare.Whilethere’sbeenarevolutioninpetfostercareinrecentyears,thisunfortunatesituationdoesstilloccur.Regardlessofhowmucheffortashelterputsintomarketingitsfosterpets,however,there’ssomeonewhocanmakesurethatpetisseen,heardandinteractedwithmyawholecommunityfullofpotentialadopters:You,thefostercaregiver!Inthisguide,we’llshowyouhowyoucanbeyourfosterpets’bestadvocate,marketingthemtoawiderrangeofpotentialadopterssotheycanfindagreatmatchasquicklyaspossible–andyoucanopenyourhometoanotherpetinneedofyourcare!
LifesavingMarketingOurapproachisknownas“lifesavingmarketing.”Comparedtotraditionalmarketing,lifesavingmarketingismoreinclusive,moredynamicandeasieronshelterstaff!Takealookatsomeofthedifferencesbetweenthetwo:
TraditionalMarketing
LifesavingMarketing
• Followingthe“rules”• Petmarketingviabiography• Stopsignsintext:
o “NOCATS”o “Mustbetheonlydog”o “Needsahomewithnochildren
under12”• Generalanimalcaresocialmediaposts,
funnypetvideos,foodstoavoidatThanksgiving,etc.,withnospecifictie-intotheorganization’smissionofadoption
• Allsocialmediaandothercommunicationscreatedbyshelterstaff
• Thoughtfulrule-breaking• Highlightingaspecificpet’sadorable
quirk,orastoryaboutaninteractionwithotherdogsorpeople
• Biographiesarealsoused,butnotexclusively
• Leavetheadoptioncounselingtothepet’sfosterandadoptioncounselors
• Community-creatinglanguage:you,us,we
• Useonlymessagesthatarefunandengagingandatthesametimerelevanttoyourmission
• Volunteer-andfoster-drivenmessagingforinnovativecontent
5
Whenyou’remarketingapetforadoption,yourultimategoalistofindanadopter.Youdothisbymakingthepetalocalcelebrity.Thereareseveralreasonsforthisapproach.Whenapetbecomesahouseholdname,it’smorelikelythattheirfamilywillfindthemviawordofmouth.Themorepeoplewhogettoknowyourfosterpet,whetheritbethroughphotographs,videoorstories,thebetterthechancestheywillbecomeengagedinhelpingthatpetfindahome.Whenshelterpetsbecomelocalcelebrities,italsogetspeopletalkingaboutyourshelterandtheplightoflong-staypetsingeneral.Withanyadoptablepetmarketing,yourmostbasicgoalistocreateanemotionalconnectionbetweenyoursupportersandthefeaturedpet.Emotionalconnectionsarewhatdriveustoact(sharingapost,advocatingforapet,adopting,etc.).YourTasks1.Findanadopterforthepet
2.Makethepetalocalcelebrity
3.Createanemotionalconnectionbetweenthepetandyoursupporters
6
HowitWorksGhost,ayoung,energeticdogthattheFairfaxCountyAnimalShelterwhohadbeentransferredinfromanothercounty,hadaveryhardtimeintheshelter.Shewasdeaf,andherhighenergylevelcombinedwiththatcommunicationchallengemadeithardforvolunteerstoworkwithher.Atmanyshelters,adoglikeGhostcouldhavewaitedforyearsforanadopter,orbeeneuthanizedwhenkennelstressmadeitnearlyimpossibletoworkwithherintheshelter.Instead,theshelterputherintofostercaretolowerherstress.Thentheymarketedherheavily,utilizingcontentcreatedbyvolunteersandfosters.HeradoptivemomfollowedherfromDay1,developinganemotionalconnectionwithheralongtheway,leadingtoheradoption!
7
4Guidelines
1. Don’tuse“STOPlanguage.”“Stoplanguage”isessentiallyadisclaimer(e.g.,“notpottytrained”,“chewsfurniture”,etc.).Thistypeofinformationisforadoptioncounseling,notmarketing.Even–andespecially!–ifyourdoghasbehavioralchallenges,you’llneedtocastthewidestnetpossiblethenwhittleawayatinquiriesuntilyoufindtherightmatch!Fulldisclosureshouldbeprovidedintheadoptioncounselingprocess.Seethesection“MarketingisNotAdoptionCounseling”formoreinformationonthis.
2. Beaccessible.Themoreaccessibleyouare,themorelikelyapotentialadopteristoremainengaged.Easewhenschedulingmeetingsandquickresponseskeeppeopleengagedwithyourdog
Asageneralrule,thefasteryouplopafosterdowninfrontofapotentialadopter,thebetter.Peopleareoftennotwillingtoworkmuchforananimaltheyhaven’tmet,soitmayfalltoyoutobridgethegapwhenyougetalead.Onceapotentialadoptermeetsyourfosterinperson,anemotionalconnectionisusuallymade,enablingtherelationshiptogrowonitsown.
Piper’skennelcardandshelterprofilepic
3. Becreative.Don’tbeafraidtotrynewthings!Youmaystrikegold.Onawhim,onefosteremaileda
rescuepup’sstorytoalocalnewsstationandhegothisownfeature!
4. Beeverywhere.Posteveryplacethatwillletyou.Themoresites,digitalandphysical,thatdisplayyourfoster’sface,thecloseryouaretotherightmatch.Thecontentdoesneedtobeengaging,butthephrase“outofsight,outofmind”applieshere.
8
TheBuildingBlocksThereareaninfinitenumberofwaystomarketyourfosterpet.Biographiesareimportant,butthinkoutsidetheboxwhenyoucreateyourothermarketingtools.Otherthingsyoumightconsiderfeaturingarethecutequirksthepethas,storiesaboutthingstheydid,thepet’sbehaviorinthehomeorskillstheyhavelearned.Thinkaboutthewaysyourfosterpetrevealswhotheyreallyare.Andthosethingstheydothatyoufindabsolutelyadorable?Chancesare,potentialadopterswill,too!Inthissection,we’lllistandexplainhowyoucancreatethemanythingsthatgointomarketingashelterpet.Theseare:
• Yourfosteremailaccount• Agrippingfirstsentence• Agreattitle• Agoodbiography• Photographs• Video• Theflyer• Memes• Othertypesofgraphics
YourFosterEmailAccountSinceyou’llbedoingalotofmarketingyourself,asmartwaytobeavailabletopotentialadopterswithoutgivingawaypersonalinformationistocreateadedicatedfosteremailaccount.Insteadofusingyournameintheaddress,youcouldnametheaccountsomethingfoster-related.Youcanusethisaccountforalladoptioninquiries,putitonflyersandinsocialmediaposts,etc.IfyoucreatetheemailonGmail,youcanalsouseitsGoogledrivetosaveallofyourmarketingcreations!AGrippingFirstSentenceSimilartoatitle,thefirstsentenceofyourtextiscrucial.Thisiswhatthereaderwillusetodeterminewhethertokeepreading.Whatyou’relookingforistextthatwillmakeanemotionalconnectionwiththesupportersandmakethemwanttofindoutmoreaboutyourfosterpet.
DON’T DO• MeetFido!• MynameisKitty!• RoverisourPetoftheDay.• Wedon’tknowwhyCocohasn’tbeenadopted
yet!
• Who’sthesquishiest,cutestdogontheblock?Roscoe!
• Balloon-bouncing,swing-pushing,life-lovingCocoisourlongest-termdoggieresident.
• Inafosterhomefullofbrothers,what’sagirltodo?Takethelead,ofcourse!
AGreatTitlePostsoncertainsites(Craigslist,Imgur,etc.)maynecessitateatitle.Atitlethatisexcitinganddifferentwillset
9
yourpostapartandincreaseyourchancesoffurtherinvestigationbypotentialadopters.DO-Useatitleasanopportunitytosnapshotyourdog’spersonalityordabbleinthedramatic:
• CouchDogtatoSeekingNetflixBuddy• MeetSirHarleytheGentleman• SaveCowboytheForgottenSeniorDog
DON’T–Gothegenericroute.Mosttitleswilllooklikethisandmostwillgetpassedby:
• MyFosterNeedsAHome• AdoptCowboy• PitBullAvailableforAdoption
AGoodBiographyMostshelterslisttheiradoptablepetsonline,andforthiseverypetneedsabiography(bio).Asthefoster,youarethepersonwhomostlikelyknowsthepetthebest,andareuniquelysuitedtowritingorupdatingtheirbiography.Ifyourshelterorrescuedoesn’thaveasysteminplaceforyoutoupdateyourfoster’sprofile,askyourfostercoordinatorifthey’dbewillingtodotheupdatingifyousendinabio.Photosinahomeandanupdatedbiographypairedwithcontactinformationarearecipeforsuccess.Writeashortandsweetsummarythatincludessomeinformationonyourfosterpet’sbehavior,likesanddislikes,andthebestthingsaboutthem–kindoflikeanauthor’sbiographyattheendofabook.Leaveoutnegativedetails(StopSigns)suchas“nootherpets,”“needstraining,”etc.,asthesecandetereventheperfectpotentialadoptersandarebestdiscussedone-on-oneduringadoptioncounseling(seeheading,Marketingvs.AdoptionCounseling).Asinalladoptionmarketing,ourmostbasicaimistocreateapositiveemotionalconnectionwiththereader.Thereareseveraldifferentwaysbioscanbewritten.Thetraditionalmethodistopaintapictureofyourfosterpetthatgivespotentialadoptersaroundedview.Anothermethodistotellastoryabouttheminorderforpotentialadopterstogetdeepinsightintooneaspectoftheirpersonality.Ingeneral,trytostaypositiveinyourwriting,butthegut-punchermaybeamethodtotryincertaincasessuchasyourlongest-termresidentorhardest-to-adoptpet.
10
BioExample:PaintingaPictureAftersometimewithHarleyinfosterhehasmadeitabundantlyclearthatheisagentleman,andassuch,willhenceforthbeknownasSirHarley.
HOWWEKNOWSIRHARLEYISAGENTLEMAN:
SirHarleyhasmanners.Wewereworriedhehadaninfectionwhenhedidn’tpeehisfirst24hourswithus.Asitturnsout,hesimplyprefersnottourinateinthepresenceofalady.Wealsolearnedhehasabladderofsteel.
SirHarleyisgrateful.Heissoexpressiveinhisgratitude;infact,hehasaninjurycalled“happytail.”Breakfast?GRATEFUL.Pets?GRATEFUL.Walkies?GRATEFUL.Naptime?GRATEFUL.Eyecontact?GRATEFUL.(InHarley’severlastinggratitude,hishappytailwasunabletohealsoShadow’sFundaddressedit.Harleynowdisplayshisgratitudewithahappywigglebutt.)
SirHarleymakeseveryonefeelwelcome.Asaone-dogwelcomingcommittee,thereisnodoorgreeteraswigglyasSirHarley.IfretailstoreshadSirHarleymascots,theAmericaneconomywouldberepairedinamatterofdays.
SirHarleydoesnotbeg.Heunderstandsthat"nomeansno"andhewillnotpushtheissueonthatpintofBen‘NJerry's.Bonus:Hewon'tshameyouforeatingitallinonesittingeither.Heknowsyou
arebeautifulatanysize.
SirHarleyrollswiththeflow.Youwannasleepallday?Sodoeshe.Youwannapartyoutside?Sodoeshe.Youwannahaveanexistentialcrisisbecauselifeisanillusion?SirHarleyknowsyouwillcalmdownifyourubhisbelly,andhewillofferittoyougladly.
SirHarleywillmakesomemanorwomanveryluckywhentheywelcomethisclassactgentlegiantintotheirhome.#adoptsirharleyBioExample:TellingaStory
ThisisSnoopybutyoucancallhimVelcroLite,Splooter(hissplootsareunparalleled.Truly.)orSnoopDogg(butthat’skindofagiven).
11
IbroughtSnoopyhomeforanovernightfosterandheinstantlytooktomyboyfriendandmelikeababytakestohisparents.Hisprimaryobjectivealldayandnightwastoplease,andhedid.Youcouldcallhimfromanyroominthehouseandhe’dcomerunningwiththatgiantsmileonthatmammothheadofhistositatyourfeetandlookupatyousoadoringlyyoucouldn’thelpbutfeelguiltyforbeinglovedthismuch.Snoopyistheraredogwhowantstobebyyoursidealways,butalsohasanaturalunderstandingofpersonalspace.Ifyou’reonthecouch,heisgonnaclimbrightuponthereandsploot(laywithhislegsback,likeafrog)nexttoyou-closeenoughforthescritches,butnotsoclosethatyou’restrappedinfora12-hourNetflixmarathon.Histwostatesofbeingare"overjoyed"and“asleep,”andthatgoofysmilewillfollowhimintoboth.Heisanaturalcouchpotatobutisversatileinhisabilitytogofrom“sploot”to60andbackagaindependingonwhatitisyouwannado.Thoughpeoplekeeplettinghimdown,Snoopyholdsontohisspiritwithabig,heart-meltinggrin.Thisboyloveswithhiswholebodyandthepersonwhowelcomeshimintotheirfamilywillhavealifelongbestfriend.BioExample:TheGut-Puncher
Intheshelter,Rubycanappearstoicduetohershynessandfear;thismaybeareasonshe’sbeenoverlookedforsolong.Ihopesomeonetakesachanceonher,becausetheywillbegreatlyrewarded.Myprediction:oncesomeoneearnshertrust,Rubywilllovethemsocompletelythatitwillsurprisethemboth.
Onourovernight,Isawsuresignsofheremergingtrustinsomanyways:thewayshelookedbackatmewhilewalkingtomakesureIwaswithher;inhow,bymorning,shewassointunewithmethatsheneededonlyformetoquietlysay,“thisway”whenwalkingtoensureshewasturningorstoppingrightnexttome;how,whensomethingfrightenedher,shewouldwalkcloselybehindmebecausesheknewIwouldprotecther.Initially,shewasafraidtowalkdownthestairsatthehotel-shestopped,wide-eyed,andaftersomecoaxingshewalkeddownsoclosetomethatshewastouchingmyheels.Bytheendofthetripshewasgoingupanddownthestairswithconfidence.
ThehardestpartofmyovernightwithRubywasseeingthestressreturnwhenIbroughtherbacktotheshelter.Thesecondsheheardthedogsbarkingintheirkennelsandrealizedwhereshewas,Icouldliterallyseehersteelingherself.Likeaboxertryingtopumpthemselvesup,sheletoutaseriesofhuffs,andshebegantoscanhersurroundingsforthreats.Puttingherbackinthekennelbrokemyheart.
12
Rubywastheperfectovernightguest.Shefolloweddirectionsimmediately,wasquietintheroomandhadnoaccidents.Sheatewell,sleptrightnexttomeinthebed,andI’mprettysureshewouldhavesleptinifIhadn’tgottenherupearlytotakeawalkandgetbreakfast.ItookherintothebreakfastroomandthoughIcouldtellthesmellsweretemptingher,shedidn’tjumpuponthecounterorpullontheleash.Sherodeinthecarlikeadream.Someoneisgoingtothinkthey'vewonthelotterywhentheyadopther!
Stories
Guyspentthelastfewmonthsdemonstratingfortheshelter’sstaffwhatacompleteemotionalbreakdownlookslikeinacatwhohaslivedmuchofhislifeoutside.Byallaccounts,hewasferal.Shelterlifewasterrifyingforhim.
Whenwetookhimintofostercare,bothmyhusbandandIexpectedhimtobeachallenge.Lookingathimthefirstnight,unhappilycrouchedbehindalaundrybasket,myhusbandasked,"Didyouaskforthehardestcatintheshelterorsomething?"Wehadnoideathatlessthan30minuteslater,he'dbeinmylap,kneadingandpurring.
He’sgottencomfortablewithLeeandIquickly,butIwasn’tsurehowhe’ddomeetingothersuntillastnight.Wehadabout15peopleover,soIputourownpetsawayandleftthedoortoGuy’sroomopen.Iexpectedhimtostayinhisroomformostofthenight,andhesurprisedmeyetagain.Guyspentthemajorityoftheevening-atleast2hours-makingtheroundsfromguesttoguest,solicitingattention.Hewastrulythelifeoftheparty,anditwasgreattoseehimsoconfident.Agoodstorycanbeaninvaluabletoolforemotionalconnection.Storiescanbringaspectsofapet’spersonalityortheirhistoryintovividdetail.Qualitiesthatpotentialadoptersmightbelookingfor,suchasgreatsocialskillswithotherdogs,intelligenceorhavinganeasygoingpersonality,areoftenillustratedinanynumberofsmallactionsthatapetperformseveryday.Whenyourfosterpetdoessomethingpositivethataffectsyouemotionally,thinkabouthowyoucanwriteaboutwhathappenedtoillustratethataspectoftheirpersonality.Considerthisstoryfromafostercaregiver:“Violet,ayoungdogthatwefostered,lovedtobearoundmytwoolderdogs.Muchlikethestereotypicallittlesisterwhoidolizesheroldersiblings,sheseemedhappiestwhenshehadtheirattention,whilebeingpolitewhentheyneededtheirspace.Nothinggavemeabetterpictureofherdog-friendlinessthanthismorning,whenIgavethemallatreatthattheyallnormallylove.Roxyswallowedhersimmediately,butforsomereason,Violetdidn’twanttoswallowhers.IrealizedthatRoxywaslookingatViolet’streatwithlonging-basicallybegging-andthatViolethadpickeduponit.IputthetreatinViolet’smouthandthoughtshehadswallowedit.ThenVioletslowlyleanedoveranddepositedthetreatinbetweenRoxy’sfrontfeet.”
13
PhotographsAgoodphotois...
Bright.Clear.Happy.
Photographscanbethekeytoyourfosterdog’sadoption.Gettingphotosthatarewell-lit,infocusandthatgivetheviewerawindowintoapet’spersonalitycanbetricky,butwehavesomeideasthatcanmakethismucheasierforyou.
AlwaysHaveYourCameraHandyWithoutacamerahandy,youmaynotbeabletocapturethoseintimatemomentsthatwillhelpyourpetmakeanemotionalconnection,likewhenyourfostercatisfinallycomfortableenoughtoresttheirheadinyourlap,orwhenyourowndogandyourfosterdogcurluptogetheronthecouch.Herearesomeexamples:
TakeMultiplePhotosOnefosterexplains,“Iamanawfulphotographer.Thisiseasilycombatedbytakingonemillionrapidfirephotosatonce.Oddsareyou’llsnapsomethingtoworkwith.”Whetheryou’reanacephotographerornot,takingmultiplephotosincreasesthechancesofcomingupwithsomethinggood!
14
ý ý þ
TakePhotosWithPeopleand/orOtherAnimalsPhotographstakenwithpeopleand/orotheranimalsaregreatbecausetheynotonlyfeaturethepet,theygiveinformationaswell.Aphotooftwodogstogetherlookinghappytellspotentialadopters,“Thisdogisgoodwith(atleastsome)otherdogs.”Aphotoofacatandasmallchildimpliesthatthecatissafewithchildren.Keepthisinmindwhencreatingmarketingmaterialforyourfosterpet.
TakePhotosofDogsOutdoorsStudieshaveshownthatphotographsofdogstakenoutsidecanhelpdogsgetadoptedmorequickly.Outside,theoptionsfornice-lookingbackgroundsareunlimited,anddogs’stresslevelsmaybelower,enablingyoutogetbetterphotos.
15
MakeSurethePetIsLookingIntotheCameraTheeyesarethewindowtothesoul,soitfollowsthateyecontactishelpfulinestablishinganemotionalconnection,evenifit’sjustfromaphotograph.
UsePhotostoShowcasePersonalityWewantpotentialadopterstogetafeelforourfosterpets’personalities,sousephotosinawaythatdoesjustthat.Takephotosthatcaptureanaspectofapet’spersonality.Whenviewedtogether,onegetsamoreaccuratepictureofwhotheyare.Forexample,fromthephotosbelowwemightsurmisethatLouieenjoyscareridesandprobablyoutings,isn’tahugefanofthebathtubbutallowshimselftobebathedbyhishuman,andisaffectionateandfriendly.
16
VideosGreatvideoscangivethebestpictureofwhoyourfosteris.Theycanofferlegitimateproofthatyouhaveaverygoodboyonyourhandsandcastaspellonpotentialadopters.Videoshavethepowertoclinchtheconnectionbeforeanofficialmeet-and-greethappens.Thefollowingareafewtipsformakinggreatvideos.HoldtheCameraHorizontally(unlessyou’redoingFacebooklive)Asyoucanseeinthefirstphoto,holdingthecameraverticallycreateswideblacklinesoneithersideofthevideo.
MakeYourVideo60SecondsorLessAttentionspansareshort,somakesureyourvideoisfast-pacedandsuccinct.
CreateaFlyerYoucanuseWordoranyprogramyou’dliketocreatetheflyer.Thedesigndoesnotneedbeintricate–simpleisoftenbest.Useoneortwoawesomephotos,plusyourshortandsweetbioorstory.Includecontactinformation.Theseflyerscanbehungatyouroffice,yourschool,thelocalcoffeeshoporanywherethatwillletyouhangaflyer!Printityourself,ortrymakingitintoaposterathttp://bit.ly/2uliyS4MemesWhenyou’recreatingamemetoadvocateforananimal’sadoption,thereareseveraldifferentareasyoucanfocuson.Ananimal’sappearanceandpersonalityarethetwomostbasicareasoffocus.Therearealsosomesuccessfulstrategiesforpromotingtheadoptionofanimalsthatarevictimsofbreeddiscriminationandthosewhohavespecialneeds.Asyou’llseeinthefollowingexamples,thesefourstrategiescanbecombinedinvariouswaysaswell.
17
TheAnimal’sAppearanceOneofthesimplestwaystocreateamemeisbyfocusingonananimal’sappearance.Yourmemecanhighlightoneormoreoftheanimal’sfeatures,herfacialexpression,thepositionofherbody,oracombinationofthese.Thingstothinkabout:
Doestheanimalhaveanyprominentfeatures?Howcanthisbespuninapositiveway?Doestheanimal’sappearanceremindyouofanything,andifso,whatcanyoudowiththat?
Doestheanimal’sfacialexpressionlookparticularly“human?”Iftheanimalcouldspeak,whatmighthebesaying?Moreimportantly,whatcouldtheanimalbesayingthatwouldhelphimconnectwithapotentialadopter?
Roxy’spoutinthisphotowaspriceless.Inputfromseveralpeoplewassolicitedinordertocomeupwithamemethatmighthelpherconnectwithapotentialadopter.
18
TheAnimal’sPersonalityGettingtoknowananimalwillgiveyoumoreopportunitytocomeupwithagoodmeme.Youcanuseaspectsoftheanimal'spersonalityandbehaviortocreateapositivememethatwillhelppotentialadopters“gettoknow”andconnectwiththeanimal.Thingstothinkabout:Whatkindofenergydoestheanimalgiveoff?Whataretheirpersonalityquirks?Doesheorshehaveanybehaviorsthataresweet,amusing,funny,etc.?Whatistheanimal’senergylevel?Whatfunnythingsmighttheydothataresimilartootheranimalsofthesametypeandage?Youmightalsoconsiderthesequestions,especiallyforanimalswhohavebeenintheshelterforawhile:Whatarethefactorsthatmightbepreventingthisanimalfrombeingadopted?Isheorshebarrier-reactive?Isheorshemorecomfortablewithpeopleofoneparticularsex?Whatpositivebehaviorsdoesthisanimalhavetroubledisplayingintheshelterenvironment?Whatpositivebehaviorsdoesthisanimaldisplaywhenthey’renotfeelingstressed,orafterthey’vebecomecomfortablewithsomeone?
MemePhotographsManyofthethingsthatmakeasuccessfulanimalphotographalsomakeforasuccessfulmeme:theimageisinfocus,thelightingisgoodandthesubjectislookingintothelens.Inagoodanimalphotograph,theanimalisgenerallyhappyandrelaxed.Somethingsthatworkinmemesarecounterintuitive:Formemes,almostanyfacialexpressionorbodypositioncanworkifyouhavetherighttextanddesigntogowithit.Aboveall,makesurethatthephotoqualityisgoodandtheexpressionontheanimalinyourphotorelatestothememe’stext.
19
BackgroundItisimportanttostayup-to-datewiththeimagesizesrequiredbythesocialmediayouareusing.Thespecificationsforyourmemesisaquestionbestansweredbytheshelterorrescuethatyouareworkingwith.Thatsaid,squarememesareusuallyscaledcorrectlyonFacebookpagesandwillalsofitInstagram.Carefulconsiderationmustbegiventothebackgroundofanimageduetodesignissuesandtherequirementsfordifferenttypesofsocialmedia.Itisfastestandeasiesttocreatememeswithphotographsthatshowtheentireanimalandhaveabackdropthatisasinglecolor.Ifthebackgroundisnotasinglecolor,keepinmindthetextyou’llbeadding,asitiseasyforthebackgroundtooverwhelmthetext.SubjectPhotosthatwouldotherwisebeconsidered“outtakes”intraditionalanimalphotographyoftenworkperfectlyinameme:strangefacialexpressions,dogswiththeireyesclosed,animalsinmid-step,younameit!Whenyoucan“spin”yourtextinapositivewayandtheanimal’sexpressioncorrespondstoit,justaboutanyqualityphotocanbeused.
Whilenotanexampleofgreatphotography,Kitty’sfacialexpressionsarehilarious.
OtherTypesofGraphicsPhotocollages,“dressingup”petsusinggraphicdesign,andothergraphicstoolscanhelpsetyourfosterorfavoriteshelterpetapartwhenmarketingthemforadoption.TrytheappsCanva,Over,Skitch,PicCollage,etc.forawiderangeofcapabilities.Youcanevenmakeyourworkintoaposterathttp://bit.ly/2uliyS4.
20
Volunteer-andFoster-CreatedSocialMediaPagesSocialmediapagescanbecreatedandmaintainedbyvolunteersandfostersinordertoshowcaseaparticularnichewithinashelter,thelocalareaoreventheirownfosterpets.Theycanbeimmenselyhelpfulingettingmorepetsshowcasedbeforeawideraudience.TheVCAS3andDesperateHousecatsaretwoexamplesofthesetypesofpages.
21
StepstoMarketingYourFosterPetNowthatyouhaveallofthebuildingblocks,it’stimetogetmarketing.Herearesomestepsyoushouldtakeinordertogetmaximumexposureforyourfosterpet.Step1:GatherYourTeamYoucansurelydothisalone,butwhynottapsomeofyourfriendsandacquaintancestomarketwithyou?Thatnewsheltervolunteerwholikestakingphotosmightbemorethanwillingtomeetupinaparkandgetsomegreatoutdoorshotsofyourfosterpet.Thefriendwho’salwaysmakingyoulaughcouldwriteahilariousandtouchingbiography.Considerthisstoryfromanadultdogfoster:“MyfriendJeannewasaprofessionalphotographerwhovolunteeredwiththeFairfaxCountyAnimalShelter,thesamesheltermyfamilyfostereddogsfor.Whenwehadafosterdog,shewouldinviteustoherhomestudioforphotos.Itwasawin-winproposition:Whentheshelterpostedherphotos,ourfosterdogwouldimmediatelygetatleastfourorfiveinquiriesfrompotentialadopters,andwhenwecametoherhouseforphotositwouldsaveheratrekuptothesheltersoshecouldmakehermonthlyquotaforvolunteerhours.Oneparticulardog,Coco,foundahomeevenmorequicklybecauseofthisrelationship.”“IbroughtCocoovertoJeanne’s,whereshemadequiteanimpression.Whileshewastakingphotos,JeanneaskedmewhatIthoughtwouldbetheperfecthomeforCoco.Shewasquiteenergetic,soItoldherI’dloveforhertobeadoptedbysomeoneathletic–maybearunnerorahiker.Sinceweweretalkingaboutadreamfamily,eventhoughI’dcertainlyconsiderfamilieswithoutallofthesequalities,Ithrewinahighfenceandnoyoungchildren.”“NosoonerhadwearrivedhomethanIgotamessagefromJeanne.Shesaidthatherneighbor,Jean,wouldliketomeetCoco.Jean’sseniorBeaglehadpassedawayseveralmonthsbefore,andsincethenshe’dcontinuedontheir3-miledailywalkswhilecarryinghiscollar.Jean’skidsweregrown;sheandherhusbandlivedtogetherinhousewitha6-footfencesurroundingthebackyard.Shedidamarathoneverymonth.Astheysay,therestishistory!”Step2:Market,Market,Market!Inordertocreatecontentthatconnectsyourfosterwithpotentialadopters,youneedtomakemarketingasmuchaspartofyourexperienceasfeedingyourfosterpet.Aimtocreatenewmarketingmaterial(aphoto,video,story,etc.)aminimumofevery7-10days.Makesureyourcameraisalwaysonhandforthosegreatphoto-opmoments.Whenyourfosterdoessomethingmemorableortouching,writeitdownsoyoucancraftapost.Step3:DiversifyYourPlatformsTheshelter’ssocialpagesmaybewhereyougetthebiggestreturnoninvestmentforyourmarketingmaterial,butdon’tstopthere.Markettopotentialadoptersusingdifferentavenues,suchasyourownpersonalsocial
22
mediapagesoronesyouandotherscreatespecificallyforthepurposeofmarketingpets,aswell.PostonCraigslist.PostonInstagram.Asktheguywhorunsthatpagethatmarketslocalshelterpets,too–orcreateoneyourself!“NoVaCatsusessocialmediatopromoteadultandseniorcatsintheNorthernVirginiaarea,”saysStefanieSacripanteHives.“It’sveryeasy.Igetsomegoodpictures,writesometext,addsomerudimentarygraphics,andvoila!”Theresultshavebeenextraordinary:throughNoVaCats,Hiveshasfoundpermanenthomesfordozensofseniorandspecialneedscatsinjustthelastfewyears.
SocialMediaSitestoTry:
Craigslist.comDon’tbeafraidofCraigslist.Manysheltershavefoundseveralwonderfuladoptersviathiswebsite.Thisdoesn’tmeandon’ttakeprecautions,butdefinitelydonotwriteoffpostinghere.ThesectionthatwillallowyoutopostanadforyourfosterisPets&ForSale–ByOwner.YoucanalsopostsheltereventsintheirEventssection.Don’tforgetto“renew”yourpostevery48hourstocycleittothetopofitslistingpage.
InstagramInstagramisanexcellentplacetoshowcaseforyourfosterpicsandvideo.Thisisnotonlyagreatwaytofindpotentialadopters,butit’salsousefulasaplacetodirectinterestedpartiestoproofthatthefostertheyareaskingaboutisthebestanimalinthewholeworld.YoucanuseyourownInstagramaccountorcreateonespecificallyformarketingyourfosters,favoriteshelterpetsorlocaladoptables.
23
TwitterPostphotosofyourfosterpetandintroducethemtoyourfollowers.Twitter’slimitof280charactersorlessmaymakeittoughtotellstories,butyoucanpostlinkstothemfromyouraccount.Nextdoor.comNextdoorislikesocialmediaforyourneighborhood.You’llneedtoverifyyouraddressinordertoregister.WeknowseveralfosterswhohavefoundwonderfuladoptersviaNextdoor.ImgurAbigdogfostersharedthefollowingtipswithus:“Imgur,inparticular,isasocialmediasitetocheckout.WhileonFacebook,themajorityofusersarewomen,70%ofImgur’susersaremen,openingyourmarketinguptoawholenewdemographic.Additionally,postsareseenbymorepeoplebased100%onthepopularityofthepost,noton“likes”or“follows”thatyouraccounthasgainedovertime.Thismakesiteasierfornewbiestoseetheirmarketingmaterialgoviral.Postsarewrittenmuchlikearticles,withatitle,asmanyphotosasyou’dlike,andtextinbetween.Yourtitleandfirstphotoarecrucialformakinganimpression.MyfirstexperienceonImgurwasawesome.IdecidedtotryitoutbypostingfourdogsIhadfostered.Overnight,twoofthepostswentviral,rackingupover100,000viewseach!Incredibly,therewasamessageinmyinboxfromawriterforiheartdogs.com,whoaskedifshecoulddoastoryononeofthem.Sheinterviewedmeabouthim,andthearticlecameoutshortlyafterward.SomeamazingwomenfromarescueinWashingtonStatereadthearticle,hoppedintheirvananddrovetoCaliforniatoadopthim!”
24
Reddit.comRedditisaworldwidecommunitymadeupofabazillion“subreddits.”Thereisprettymucha“subreddit”foreverything.Trypostingtorelevantoneslikereddit.com/r/fosterdogs,reddit.com/r/dogs,reddit.com/r/*yourcity*,etc.
Rescueme.orgRescueme.orgisanonprofitorganizationthataimstohelpallbreedsofdogs,catsandotheranimalsfindgoodhomes,anywhereintheworld.Youcanpostpetsonthesite,andtheywillsendthepet’sinformationouttohundredsofpotentialadoptersinyourareawithintwohours.
Adoptapet.comAdoptapetnowhasa“rehomeyourpet”optionthatyoucanusetolistyourfosters.
PinterestPostyourfoster’sphotoorflierandadddetailsandcontactinformationbelow.
TheShelterPetProjectTheShelterPetProjectisafreeresourcethatcanputalong-staypetinfrontofamuchwider,nationalaudience.Anyonecansubmitapettobefeatured.Here’showitworks:
1. Find:• AURLtothepet’sadoptionlistingontheshelterwebsite,AdoptAPet.com,Petfinder.com,etc.• Ifthepetisnotlistedonasite,oryouhaveabetterdescriptionthantheonelistedthere,include
thatwiththesubmission.• Theemailaddressorphonenumberinterestedpartiescanusetocontacttheadoption
organizationorfostercaregiveraboutthepet• Agreatphotoofthepet,preferablyaclose-upofhisorherface,lookingdirectlyintothecamera
2. Emailthisinformationtocontact@theshelterpetproject.org3.Whenyoureceiveareply,makesuretheshelterknows.PostamessageinyourVolunteers&FostersFacebookgroupwiththedateandtimethepetwillbeposted.Thisway,othervolunteerswillknowaheadoftimeandwillbeabletohelppromotethepostandansweradditionalquestionsaboutthepet.
25
Step4:ConnectWiththeCommunityIntroduceyourfostertofriendsandfamily.Putan“adoptme”vestorleashonyourfosterdogandventureoutintothecommunity.Makesureyouhavesomethingyoucanwriteon,orevenacardwithinformationonhowtoadoptyourfosterincaseyou’reasked.Evenifthosewhomeetyourfosterdogaren’tinthemarketforanewpet,theywilloftenbecomehisorheradvocate.Whentheshelterdoesapostonyourfosterpet,themorepeoplewholike,shareandleavepositivecomments,thefartherthepostwillgo.Youcanevenaskthemtopostthepettotheirsocialmediatogivethemmoreexposure.
FieldTripsIfyourfosteriscomfortableinpublic,takethemout!NotonlyaretheseA+photoopportunities,butitgivesyourfosterachancetomeetpeopleorganicallyandhamitupintheir“AdoptMe”apparel.Trytothinkoutsidetheobviousanimalenthusiastlocations.Youknowwholovespets?Athletes.Constructionworkers.Singleadults.Thepossibilitiesareendless!Withdogswholikeridingincarsandmeetingpeople,takingthemoutwhenyou’rerunningerrands,pickingupthekidsorgettingcoffeeisagreatwaytogivethemexposure.Ifthey’recomfortablebeingaroundcrowdsandotherdogs,headtoanoutdoormallorvisitdog-friendlystores.Makesomebusinesscardswiththedog’snameandyourcontactinformationwrittenonthemandhandthemouttoanyonewhostopstosayhi.Oneamazingfostertoldus,“KingLouiebecamemyrollerderbyleague’steammascot.Oneteammatealmostadoptedhimandanotherwentontobecomeafostermomandactivesheltervolunteer.Iswearthereisnodemographicmoreanimal-obsessedthanfemaleathletes.Imaginehowmanyotheruntappeddemographicsthereare!”
26
AttendAdoptionEventsAnytimetheshelterhasorganizedanadoptionevent,bringyourfosterdogandjointhefun!Someeventsareoffsite,andshelterdogsaretransportedandgetadoptedfromthere.Thoseeventshavelotsofpromotionanddrawinpeoplelookingtoadopt,soshowupandshowyourpetoffandmeetpotentialadopters.Ifyourdogisextremelyfearfulordogreactive,eventslikethesemightnotbeagreatplaceforexposure,sincetheywon’tbeontheirbestbehavior.
Catsaren’tgenerallycandidatesforfieldtrips,butyoucangetextraexposureforcats(anddogs!)infosterbycreating“meetandgreets”forthem.SeeifyoucanscheduleaquietroomtohangoutinfortwohoursorsoduringabigadoptioneventorevenonabusySaturday.Publicizetheeventthesameasyouwouldforanycelebritymeet-and-greet(socialmediaposts,FacebookEvents,etc.)toinvitepotentialadopterstovisitwiththepetduringthetimeyou’llbeinattendance.
WordofMouthSimplytellingyourfriends,neighbors,hairdresser,mailman,waiter,etc.aboutyouramazingfosterpetcancreatepotentialadopters.Makesurepeopleknowhowtogetaholdofyou(yourfriendshaveyourphonenumberorcancontactyouonFacebook,butstrangersmightwanttogetintouchlater,sothosebusinesscardsandyourfosteremailwillcomeinhandy).Youcancreateateamofadoptionadvocatesthisway!Step5:TryALLthethings!Thereareinfinitewaystomarketyourfosterpet;moregreatwaysarebeingdiscoveredeveryday.Gotagreatnewideayouwanttotryout?Aslongasit’ssafeforyouandyourpet,andcouldleadthemtotheirforeverhome,tryit!Takealookatsomeoftheinnovativewaysfostersandvolunteershavefoundtomarketpetsforideas:
27
Onefamilythoughtofanadorablewaytopromotetheirfoster,Langston:PuthimonValentinesthatcanbegivenoutatschoolandinthecommunity!
28
Marketingvs.AdoptionCounselingMarketingisNotAdoptionCounseling:Keep‘emSeparate,SaveMoreLivesShydogDerekhadbeenatAustinAnimalCenter,waitingforafamilyforseveralmonths,butwastimidandscaredinhiskennelanddidn’tseekoutattention.Therewerenosparkswithpotentialadopters.AsIsometimesdowithdogswhoneedsomeextraattention,Ibroughthimintomyofficeandgottoknowhimoverthecourseofafewdays.Isawhimaroundotherdogs,kids,andcats.Ilearnedthathewasverywellbehaved,butseemedunsureoftheworld,andsometimesbecamenervous.Iobservedhisbacklegsseemedtobowoutandhewalkedalittlefunny.
Derekwassupershyinhiskennelandwasoneofthosedogswesometimescall“shutdown.”
Withthisnewinformation,itwastimetodosomemarketing.IwroteasillylittledescriptionofmyexperiencewithDerekandstuckitonhiskennel.
Ibroughthiminmyofficeandgottoknowhimoveracoupleofdays.Imadeasillyflyerandputitonhiskennel.
Afterjusttwodayswith thenewsign,awomanwantedto
29
meethimintheplayyard.Oncetheygottomeet,shesawtherewasasparkbetweenthemandsaid,“Iwanttotakehimhome.”
Atthatpoint,afterthatinitialmagicconnectionhadbeenmade,webegantheadoptioncounseling.
IdescribedeverythingIhadobserved,includingthatheseemedtolikethechildrenhemet,butalsoseemedunsureofthem.Ialsotoldherthatheneededhisbacklegscheckedoutandthathemighthavesomeissuesbecauseofhisconformation.IwashonestanddisclosedeverythingwehadassessedandobservedaboutDerek.
Theadopteraskedalotofgoodquestions.Sheconsideredifhewastherightfitforher.
Attheendofthecounselingprocess,shewasstillconvincedDerekwasforher.Sheadoptedhimthatdayandwhenwefollowedup,shetoldussheis‘completelyinlove’andhe’stheperfectdogforher.
Thisfamilysawtheflyer,metDerek,bondedwithhim,wentthroughthecounselingprocessandadoptedhim.
Derekwassoproud!
DogslikeDerekaretypicallymarketedtothepublicwithinformationlike:
“Shy,needshomewithadultsonly”or“Probablyabackyarddogandnotwell-socialized.”
Thesestatements,usedduringthemarketingphase,actasSTOPsignswhichpreventpotentialadoptersfromaskingtomeetdogs(evenonesthatwouldbeagreatfitforthem!).Tohelpsendmorepetshome,sheltersneedtoseparatethemarketingfromtheadoptioncounseling.
30
Toooftenwemistakesocialmediamarketingastheplaceforadoptioncounseling.Canyouspotthe‘stopsigns’intheseposts?
“Elsaisagorgeous,two-year-oldpitbullwholovespeopleandlovestosnuggleandgoonwalks.Shemustbetheonlydoginthehouse.She’ddobestinhousewithnokids.Elsahasbeenwaitingmorethantwoyearstofindanewfamilytoloveher.Couldshebetheoneforyou?”“Samisfun-lovingdogwithtonsofenergywhoislookingforanactivehome.Heisreallygoodwithmostpeople,buthepreferswomenovermen.Heisreactiveandhasmildseparationanxiety,butwiththerightperson,he’sgoingtomakeanawesomepet!”Iknowwhatyou’rethinking:“Wehavearesponsibilitytoouradopters/fosters/rescuers/publictotellthemeverythingweknowaboutthatanimal!Areyousayingweshouldintentionallyhidethetruth?”No.Asanimalwelfareprofessionalsandvolunteers,weoweittoourcommunityandouradopterstodiscloseeverythingweknowaboutoneofouranimals.
However,weshareallofthatinformationduringtheadoptioncounselingportionoftheprocess…notinthemarketing.
Marketingismeanttograbattentionandopenadoor.Adoptioncounselingisforfulldisclosure.MarketingiswhatGETSpeopletotheadoptioncounselingprocessbypiquingtheirinterestinmeetingtheanimals.Butyoucan’tdothecomplicatedbusinessofadoptioncounselingifNOONEisthereforyoutotalkto.Marketing:it’swhatmakesthefullconversationhappen!
Herearesomesimpletipsforkeepingyourmarketingseparatefromyouradoptingcounselingprocess.Ifyoudothis,you’llincreaseyouradoptions,makebettermatches,andgetmorepetsoutofyourshelterorrescueandintopermanenthomes.
DON’Tincludeeverysingledetailaboutananimal’sentirelifeortrytoexplaineverypossibleflaworchallengethispetmayhaveinonepost.Imaginewritingajobresumewhereyoulisteverymistakeyou’veevermade,alltheprojectsthatdidn’tgowell,andallthethingsyourcoworkersfindmostannoyingaboutyou.You’reprobablynevergoingtogetthecalltocomeinforthatjobinterview,evenifyouareagreatprospect!
31
Whilethisisanextremeexample,itmakesanimportantpoint.Everyperson(anddog)hasavarietyofpersonalitytraitsandbehaviors.Weallhaveahistoryofhighsandlowsthatmakesuswhoweare.IfweputitALLonthetable,beforeaprospectiveemployergetstomeetusandformaconnectionwithus,we’renotgoingtogetthecalltoevencomeinfortheinterview.
Fordogs,they’reprobablynotgoingtogettheopportunitytomeetthepersonwhocouldchangethecourseoftheirlives!
Thinkaboutitlikethis:Yourresumeisawaytolandtheinterviewwhereyouhaveachancetodiscussyourstrengthsandweaknesses.Thesocialmediapostorbioisthewaytogetadopterstomeetyourdogsandhaveadiscussionwithyouaboutalloftheirneeds.
DOtellastory!Dalton,picturedhere,wasawildchildintheshelter.Hebarkedandwhinedwhilekenneledandhadtonsofenergy.Hisbehaviorinthesheltersentadoptersrunning.Daltonwaspassedovermanytimes.Inthepast,wemighthavepostedthatDaltonwasa‘highenergy’doglookingforan‘active’familywhowouldtakehimrunningandhiking.Butwe’velearnedpotentialadoptersreadthroughthelines,evenwhenwetrytobesubtleaboutpotentiallynegativetraits.InsteadwesentDaltontoafosterhomeforafewdays,sowecouldlearnmoreabouthim.Hisfostermomsharedaquickstoryaboutsomethinghedidwhileattheirhouse.
32
Thatstory,postedonFacebook,broughtindozensofinterestedadopters.Marketinghimthiswayallowedustofindafamilyfromthisgroupwhowasperfectforthisyoung,exuberantpooch.Everyoneelsethatwasinterestedadoptedotherdogs.Win-win!
Formoreinformationonwritingdescriptionsthatcreateconnectionanddrawinadopters,checkoutAnimalFarmFoundation’sE-Bookaboutmarketingandadvertising.DON’Tfocusonrestrictions.Restrictionsarearticulatedeitherasadirectivestatement,asin“nokids”orasapassivestatementsuchas,“woulddobestinahomewithnokids.”Arestrictionlikethismeansdifferentthingstodifferentpeople.Itleavesalotofroomforpeopletoimaginewhyyou’veincludeditinyourmarketing.Formostadopters,astatementlikethiswillactasastopsignbecausetheydon’tknowwhyyou’reusingitanditmaysoundscary.Evenforpotentialadopterswhodon’thavekids,theymaythink,“Well,myneighborhoodhaskidsandsoIguessthisdogwon’tworkforme,”oralternately,“Idon’thavekids,butwhowantsadogthatdoesn’tlikekids?”oreven,“Iwonderifthisdoghashurtkids?”Byplacingrestrictionsinyourmarketing,youmayhaveturnedoffsomereallygreatadopterswhoaretherightmatch.
33
Evenifyouarefirmabouttherestrictionandwillnotadoptthedogtoahomewithkidsorcats,youcansavethatconversationforthein-personadoptioncounselingprocess.Thisiswhenyouwillexplainthedog’sfullhistoryandwhyyouaregoingtousetherestriction.Youradopterswillappreciateyourtransparencyandinformationandtrustinyouradoptionprocess.
Toreadmoreaboutrestrictions,checkoutAnimalFarmFoundation’sE-bookaboutadoptionbestpractices.
Ghost, pictured here, is a deaf dog. We marketed her by talking about how despite her inability to hear, how happy and joyful she
always is. Without any special criteria or restrictions, we found her the perfect family.
DOsticktopositivemarketingthatinspireadoptionsandwillcreatetheopportunityforadopterstomeetthedog,beforebeginningthecounselingprocess.DON’Tfeelbadifthemarketingdoesn’tleadtotherightmatch.Ifsomeonecomestomeetapetbecauseofyourpositivemarketingandtheycan’tadoptthatparticularpet,becauseofamedicalorbehavioralissuethatyoudiscusswiththem,that’sok…DOseethisasopportunitytomaketherightmatch.Allofourstaffmakesanefforttoalwaysknowsomeinformationaboutsixorsevendifferentanimalsinourshelter.Thatway,ifthepettheadoptersawonsocialmediawasn’ttheperfectfit,wehaveseveralotherpotentialmatchesalreadyinmind!DON’Tuseindustrylanguage,or‘shelter-speak’inyourmarketingefforts.Termslike‘barrierreactive’and‘resourceguarding’mightbeeverydaylingoforyou,buttoadoptersthatarebothfrighteningandconfusing.Eventermslike,‘jumpy/mouthy’meansomethingdifferenttoyouthanwhattheymightmeantoapersonwhoisunfamiliarwithanimalwelfarejargon.Theymayscareoffadopters.DOuseeverydaylanguageinyourmarketing,aswellasyouradoptioncounseling,thatregularpeopleunderstand.Andifyoudouseatermlike‘zoomies,’makesureyouexplainwhatyoumean!Wanttokeepitsimple?Rememberthatmarketinggetspeopleinthedoorwhoareexcitedtoadoptandcreatestheopportunityforhonest,openadoptioncounselingtohappenattheshelter,wherethebestpossiblematchescanbemade.
34
Committoapositive-onlymarketingapproachcombinedwithaconversation-basedadoptioncounselingprocessandyou’llstarttosendmorepetshome,rightwheretheybelong.WrittenforAnimalFarmFoundationbyKristenAuerbach.Usedwithpermission.
####RemovingStopSigns:Fine-TuningYourMarketingWhenwetalkaboutremovingstopsignsfrommarketing,thefirstquestionwe’reusuallyaskedis,“Doesn’tthatmeanyou’llbringinawholebunchofinterestedpeoplewhoaren’ttherightmatchforthedog?”Theshortanswerisyes.However,havingmorepeoplecontactyourorganization,evenifit’sinitiallyaboutadogthatmaynotbeidealforthem,isagreatwaytoopenthedoortointroducingotherpetsthatareagoodfit.We’vealsofoundthatthere’salotyoucandotofine-tuneyouradoptionmarketinginordertofindtherightadoptioncandidate.ConsiderthestoryofSweetJane.Herfostersworkedhardatmarketingher;whiletheybelievedheridealplacementwaswitholderornochildren,thisstopsignwasnotincludedinthemarketing.Severalmonthslater,theybegantogetfrustratedbecauseitseemedasthoughtheonlyfamiliesinquiringaboutherwereoneswithsmallchildren.Theylookedbackattheirmarketingtoseeiftheycouldidentifyaproblem:
Theproblemisprettyobvious,no?SweetJanewasveryattachedtotheir20-year-olddaughter,Annie.They’dusedmanyadorablepicturesofthetwotogetherintheirmarketing.Thethingwas,Annielookedmuchyoungerthan20,whichmeantthattheywereaccidentallymarketinghertofamilieswithchildren.Whiletheywerecertainlynotgoingtoscrapanyphotographsthatwouldbegoodmarketingmaterial,theybegantomakeaconcertedefforttomarketSweetJanetoadults.Thistime,theresultspaidoff!
35
AndwhatofthefamilieswithchildrenwhoinquiredaboutSweetJane?Thiswastheperfectopportunitytoshowthemtheshelter’sgreatcustomerserviceandgetsomeexposureforotherdogsintheshelter’scarewhomightbeabetterfitforthem.Thisneednotbetime-consumingforfosters.InSweetJane’scase,herfostersidentifiedseveraldogsintheshelterwhowereknowntobegoodwithchildrenandthencraftedanemailtemplatethattheysenttopotentialadopterswhohadkids:
HiJohn,It’sverynicetomeetyou!MyhusbandandIarefosteringSweetJane,andweheardthatyouhadinquiredabouther.Whilesheisanawesomedog,we’dlovetoseeherplacedinahomewitholderornochildren.However,theshelterdoeshaveseveralamazingdogsthataregoodwithkids!Rickhaslivedwithkidsbeforeandisareallynicedog.Itookhimtoaneventafewweekendsagoandhelovedmeetingallofthepeopleandotherdogs.Here’salinktohisonlineprofile:http://www.petango.com/Adopt/Dog-Terrier-American-Staffordshire-23694671.Also,Maiahasbeenwithkidswhileshewasinfostercarewithherpuppies;shedidverywellwiththem.Keepyoureyeontheshelter'sFacebookpage–fosterstakesomeofthedogsonweekends,andtheshelterisabletolearnmuchmoreaboutthemduringthistime.TheyusuallypostphotosandinformationaboutweekendfosterdogsonSundaysandMondays.Thanks!Lee
RemovingStopSigns:AdoptionCounselingAnotherthingwe’reoftenaskedis,ifwedon’tdoadoptioncounselinginourmarketing,whenwillitbedone?Arewelyingtopeople?Absolutelynot.Thisstrategyisjustformarketing;completetransparencyaboutpets’historyandbehaviorwithfostersandadoptersiscritical.Thegreatthingaboutmarketingshelterpetsfromfostercareisthattherearenowtwopossiblelevelsofadoptioncounseling:thefosterandtheshelter’sactualadoptioncounselor.Iffostershaveaccesstoadog’s
36
historyandin-shelternotes,theycandothecounselingthemselveswithoutsendingthedogbacktotheshelter.Ifnot,thefostercanshowandtelltheadoptereverythingtheyknowaboutthedog,andtheadoptioncounselorwillgooverthedog’scompletehistoryandnotesattheshelter.
37
TeamworkfortheWin!HowStartingfromScratchandThinkingOutsidetheShelterCanGetLong-StayDogsAdoptedInthisguestpost,KellyDuer,Maddie’s®FosterExpansionCoordinatoratAustinAnimalCenter,shareshowtheVenturaCountyAnimalShelterisgettingalloftheirlong-staydogsadopted.Readthepost,andthentrysomeofthecreativeideasforyourself!
TheVenturaCountyAnimalShelterwasinatightspot:Thebusiesttimeofyearhadbarelybegun,andtheywerealreadydangerouslyclosetohittingcapacityintheirdogkennels.Worse,theshelterhadaslewoflong-staydogsthatdesperatelyneededtogetoutoftheshelterandintohomes.Whatcouldtheydo?
Theygotcreative.Inadditiontoaskingthecommunityforhelpandplacingasmanyoftheirpetsaspossibleintofostercare,theshelterpilotedanew–andverysuccessful–marketingprogramthattheycalledtheLongStayChallenge.Theystartedwithagroupof20dogswhohadbeenattheshelterforthelongestamountoftime–acollective6,181days.Manyhadbeenlivingthereforoverayear.
Twomonthslater,halfofthesedogsweresettlingintotheirnewforeverhomes,effortstomarketthosewhoremainedwerewellunderway,andmanyotherstressed-outdogswhoweremarketedhadalsobeenadoptedorrescued.Here’showtheydidit:
Theyfocusedontheirneediestdogs.Theshelterlookedattheirdatatofindthe20dogswhohadbeentherethelongest.Theycreatedalistandaskedtheirvolunteersforhelp.Theyresolvedtomarketthesedogsheavilyforaminimumof60days.Manyotherdogswhoweresufferingfromshelterstress,nomatterhowlongtheirstays,werealsotargeted.
38
“Itmadeusasvolunteerscontinuallycheckfordogsfallingthroughthecracks,”saidsheltervolunteerDarrellBerdine.
Everyoneparticipatedinmarketingthedogsforadoption.Atmanyshelters,theorganization’sFacebookpageistheonlywaypetsaremarketed.Thisputsstressontheshelter’sstaffandleavesoutahugegroupofpeoplewhoareoftenmorethanhappytocontribute:theshelter’svolunteers.Usingvolunteer-andfoster-drivenmarketing,theshelterwasabletofeatureamuchwidervarietyofphotos,videosandstoriesaboutthedogsintheircare.
Inadditiontotakingthedogsonoutings,volunteersworkedtogethertocreatenewandinnovativewaystoshowcasethedogs.Theynotonlysharedthismaterialwiththeshelter,theyshareditwiththecommunitybypostingontheirownsocialmediapagesandcreatingnewpagestomarketthesepets.
Theygottheirdogsoutoftheshelter.Afewwenttofosterforaweekormore,butthemajority?Theyonlywentoff-campusforhalfadayatatime:ongroupwalks,lunchdates,visitstothebeachandoutingstothepark.Itmaynotseemlikealotoftime,butevenafewhoursinfostercarewasenoughtocapturethesedogslookingrelaxedandhappyindifferentsettings.
39
Intheshelter,marketingopportunitiescanbelimited.Forexample,itcanbedifficulttogetphotosofpetslookingrelaxedwhenthey’restressedoutinasheltersetting.Adopterswanttoknowwhatapetwouldlooklikeinahome,andthisisnotoftenpossibletoshowintheshelter.
“Notonlyisthisdifferentmarketingmaterialthanphotosandassessmentsdoneinshelter,itreachesanaudiencethatmaynotbefollowingusonFacebook,”saidKimFlavin,theshelter’sbehaviorist.“Thedogsmeetthepeoplewheretheyare.Itisalsoavitalstressrelieverforthedogsandhelpsgatherimportantinformationaboutthedog’sbehaviorinthe‘realworld.’”
Theygotcreative.Volunteersandstaffworkedtogethertocomeupwithinnovativenewwaystomarketthedogs.Photographers,fostersandothercreativevolunteersteameduptogenerateideas,makevideos,takepicturesandcreatethemedphotoshoots.
40
Theymadeitintoafungame.Severalgiftcardsweredonatedasprizesforparticipants.Prizeswereraffledofftodaytripfostersandthefirsttwopeoplewhosemarketingledtoadog’sadoption.Alistofthosewhotookdogsonoutingswaspostednexttothelong-staylistinordertokeeptrack,andupdatesonwinnersweregivenintheshelter’sinternalsocialmediagroups.
Berdine,whoseadvocacyonbehalfoflong-staydogSnoopyledtohisadoption,wasthecontest’sfirstwinner.Snoopyhadlivedintheshelterfornearlyayear,andhisbehaviorwasbeginningtodeteriorate.Berdinenotonlyhelpedtomarkethim,butalsoworkedwithFlavintocreateandimplementaplanandatrainingprotocol.
“Heblossomedveryquicklywiththeconsistenttraining.Wetookpicturesandvideosandmarketedtheheckoutofhim,”saidBerdine.“ThemoreItookhimoffsitethebetterhegotwithhismanners.Ithinkalotofhisissueswerekennelstress.Heturnedouttobeoneofmyall-timefavorites.”
Thatgiftcardhewon?Berdinespentitonenrichmentitemsforhisnewfavoritelong-staydog,Bayou!
“Ithinkthemostimportantpartofthisprojectwasbringingattentionaboutthesedogstoeveryone,”saidSarahAguilar,theshelter’sfostercoordinator.“Gettingthemknown,increasingawareness,havingthemreadytogo—allofthesethingscontributedtothenumberofthesedogsthathavegottenadopted.”
Whenthetwo-monthtrialperiodwasover,theshelterreassessed.Injusttwomonths,theaveragelengthofstayfortheir20longest-staydogsdecreasedfromover300daysto235.Notonlyhadhalftheshelter’slongest-staydogsbeenadoptedorrescued,butworkingtogethertoachievethisgoalbroughtrenewedvigortothewholeorganization.
41
Buildingontheirsuccess,theshelter’sstaffdevelopedsomeadditionalmarketingtoolssuchasthenewbulletinboardoflong-staydogsthatisnowdisplayedprominentlyintheirlobby.Thentheyprintedoutanewlistoflong-staydogsandstartedover!
####
42
AppendixA:ResourcesMarketingShelterPetsMarketingrulestoincreaseadoptionshttps://www.animalsheltering.org/magazine/articles/awesomeUsingsocialmediatomaximizeyourlifesavingpotentialhttp://www.maddiesfund.org/using-social-media-to-maximize-your-lifesaving-potential.htmMarketingbestpracticesfromAnimalFarmFoundationhttps://animalfarmfoundation.org/wp-content/uploads/2017/08/Marketing-eBook-WEB.pdfWhatanimalorganizationscandoasFacebookmakeschangeshttp://chewonthis.maddiesfund.org/2018/02/fb-zero-2/Marketing,PRandSocialMediahttp://www.maddiesfund.org/topic-marketing-pr-and-social-media-social-media.htmDon’tBeBoringandOtherSecretstoFindingDogsHomeshttps://animalfarmfoundation.blog/2017/05/04/dont-be-boring-and-other-secrets-to-finding-dogs-homes/SocialMedia:SixNewThingshttp://www.maddiesfund.org/social-media-six-new-things.htm?p=0EECED7D-7E3F-4ECB-A2D8-CD9099F215392WeekstoAdoptionTipshttp://aspcapro.org/sites/default/files/aspca-2WeekstoAdoption.pdfPhotography,VideographyandWritingBetterPhotosandProfilesforLong-StayShelterDogshttp://chewonthis.maddiesfund.org/2016/04/long-stay/HowtoTakeGreatPetAdoptionPhotoswithaSmartphonehttp://chewonthis.maddiesfund.org/2015/03/how-to-take-great-pet-adoption-photos-with-a-smartphone/WritingandPhotographyforGreatCatAdoptionProfileshttp://chewonthis.maddiesfund.org/2016/05/cat-marketing-apa/Usingmemestomarketshelterpetshttps://www.animalsheltering.org/magazine/articles/i-can-haz-adopterPhotography101:TipsandTricksfromHeARTsSpeak,Inc.https://animalfarmfoundation.org/wp-content/uploads/2017/08/Marketing-eBook-WEB.pdf-page=14
43
Volunteer-DrivenMarketinghttp://www.huffingtonpost.com/2014/01/06/pit-bulls-fairfax-county-animal-shelter_n_4548926.htmlhttp://www.connectionnewspapers.com/news/2014/dec/17/oakton-resident-helps-older-cats-find-forever-home/BoostingYourMarketingEffortsTheShelterPetProject:submitadoptableanimals,freeofchargehttps://www.facebook.com/ShelterPetProject/?fref=ts
44
AppendixB:ShelterPetMarketingChecklist
ShelterPetMarketingChecklista.k.aStepstoFindthatForeverHome!
Hereisthesimplechecklist.Crossoffeachsteptohelpyourpetgetclosertofindingtheiradopter.Forexplanationsandexamples,readbelow!1. Goodquality,recentphoto
2. Goodqualityvideo
3. Write-upasummary
4. Makeaflyer
5. PostonFacebook
6. PostonCraigslistandNextdoor.com
7. MainAACFBpage
8. Outoftheboxsocialmedia
9. Gooutintotheworld/FieldTrips
10. Attendadoptionevents
11. WordofMouth
12. BeCreative
THEBASICS
• Goodquality,recentphoto
Thisphotowillbeuploadedtoourdatabaseandwillshowontheanimal’skennelcardandonlineprofile.Headshotsareusuallybest,butfullbodycanworktoo.Photosshouldbetakeninlandscapeandbecroppedto3x4ratioforbestwebsitedisplay.Ifyouneedhelpgettingyourphotostocomeout,askforhelponourFacebookpage…wehavealotofvolunteerswhoarealsotalentedphotographers!Checkoutthisshortarticle,whichofferssomemorephotographytips.
• Goodqualityvideos
Videosshouldalwaysbeshotinlandscape(wide)soholdyourphonesidewayswhentakingvideo.Anynumberofvideoscanbeuploadedandembeddedintoananimal’swebsiteprofile,butvideolinksarealsogreatforothermethodsofsharing.Trytomakeyourvideo1minuteorless,unlessthecontentisreallyengaging.
• Write-upasummary
45
Writeashortandsweetsummarythatincludesyouranimal’sbehavior,likesanddislikes,andthebestthingsaboutthem,likeanauthor’sbiographyattheendofabook.Thissummarycanbethetextforasocialmediapostbutitcanalsobeaddedtothewebsiteprofile.Leaveoutnegativedetails(StopSigns)suchas“nootherpets,”“needstraining,”etc.,asthesecandetereventheperfectpotentialadoptersandarebestdiscussed1-on-1duringadoptioncounseling.Aimtocreateapositiveemotionalconnectionwiththereader.
• Makeaflyer
YoucanuseWordoranyeditoryouwanttocreateaflyerforyouranimal.Simpleisbest!Oneortwoawesomephotosplusyourshortandsweetsummaryfromabove.Iftheanimalisinfosterwithyou,includeyourcontactinfo.Iftheanimalisattheshelter,youdon’thavetoincludetheirkennelnumberbecausethosecanoftenchange.Theseflyerscanbehungatyouroffice,yourschool,thelocalcafé,Starbucks,HalfPriceBooks,anywherethatwillletyouhangaflyer!Attheshelter,thereisaboardthatshowsfosterdogswhoarelookingforadopterssoshareyourflyerwiththefostercoordinator.Ifyourflyerwasmadeforananimalstillattheshelter,youcansendittothevolunteercoordinatorswhoprintandlaminateit(oryoucanlearnhowtoprintandlaminateinthevolunteeroffice!).
SOCIALMEDIAJustafewnotesonsocialmedia:
o Whendescribingananimalonsocialmedia,makesuretoleaveoutStopSignslike,“workingonleashskills”or“can’tlivewithchildren”.Whilethesemaybefactsorrealsafetyconcerns,they’renotthethingyouwanttomarketwithandtheycanbeaturn-offforpotentialadopters,despiteglowingnotesintherestofthepost.Readthisarticleandthenwriteyourpostsaspositivemarketingmaterial,soyoucandotheadoptioncounselinglaterduringa1-on-1conversation.
o Thebestwaytogetshelterpets,especiallylong-stays,intoforeverhomesistomarketthemvigorously(atleastevery7-10days).
o Postoneachanimalregularly-Thinkoutsidethe‘petbiobox’,andhighlightaspecificpet’sadorablequirk,asceneorstoryfromtheirday,aninteractionwithotherdogsorpeople,etc.
o Regularpostingcreatesanemotionalconnectionbetweenpetandyoursupporters.Together,thepoststellastory,andthehappyendingistheadoption!
• PostonFacebook
YoucancreatepostsfromyourownFBpage,regularlyshareyouranimaloninternalsheltergroups(sotheystayattheforefrontofeveryone’smind),oryoucancreateapubliccelebritypageforyouranimal.Postregularlywithnewphotos,videos,andstories.YoucanboostFBpostswithmoneysotheyareseenbyawideraudiencethanjustyourfriends.IfyouwanttodoaBIGpost,askfordonationstohelpcreateabigboost.Includehowtofindtheanimalorhowtoaskmorequestions.
• PostonCraigslistandNextdoor
ThesesitesareaGREATtooltoreachyourneighbors.YoumightthinkCraigslistisonlyforscammers,butinfactmanypeoplearelookingatCLtoaddnewpetstotheirfamily!Youcanpostlotsofphotos,linkstovideos,andmorethoroughwrite-ups.Followthepositivemarketingguidelinesandchangeyourpostssothatthey’renotthesamefromweektoweek.
46
• MainAACFBpage
Theshelter’sFacebookpagehasatonoffollowers,sosendagreatstory/write-upplusphotosand/orvideostothefostercoordinatorswhocanhelpgetyourpetfeaturedonthemainpage.
• Outoftheboxsocialmedia:Instagram,Imgur,Snapchat,Pinterest,Twitter,Reddit,etc.
COMMUNITYMARKETING
• Gooutintotheworld/FieldTrips
Withdogswholikeridingincarsandmeetingpeople,takingthemoutwhenyou’rerunningerrands,pickingupthekids,orgettingcoffeeisagreatwaytogivethemexposure.Makesurethey’rewearinganAdopt-Mevestorleash.Makesomebusinesscardswiththedog’snameandyourinfowrittenonthemandhandthemouttoanyonewhostopstosayhi.Iftheycanhandlebeingaroundcrowdsandotherdogs,headtoafarmer’smarketoramall.Orvisitdog-friendlystores(checkoutthislist).
• Attendadoptionevents
Anytimetheshelterhasorganizedanadoptionevent,bringyourfosterdogandjointhefun!Someeventsareoffsite,andshelterdogsaretransportedandgetadoptedfromthere.Thoseeventshavelotsofpromotionanddrawinpeoplelookingtoadopt,soshowupandshowyourpetoffandmeetpotentialadopters.Ifyourdogisextremelyfearfulordogreactive,eventslikethesemightnotbeagreatplaceforexposure,sincetheywon’tbeontheirbestbehavior.
• WordofMouth
Simplytellingyourfriends,neighbors,hairdresser,mailman,waiter,etc.aboutyouramazingfosterpetcancreatepotentialadopters.Makesurepeopleknowhowtogetaholdofyou(yourfriendshaveyourphonenumberorcancontactyouonFacebook,butstrangersmightwanttogetintouchlater,sothosebusinesscardswillcomeinhandy).Youcancreateateamofadoptionadvocatesthisway!
• BeCreative!
Thereareprobablyplentyotherwaysofmarketingandgettingexposurethatwehaven’tlistedhere.Aslongasit’ssafeforyou,yourpet,andcouldleadthemtotheirforeverhome,tryoutotherideas!Andifyourideasaresuccessful,sharethemwithussowecanaddthemtothislist!
47
